One of the biggest mistakes you can make in sales is front-loading all of your effort. An amateur salesman works really hard to bring customers in and then sell them a vehicle. Once the sale is over, their efforts belong to the next prospect.

An experienced salesman knows every customer driving away in their new car is a potential ad, a repeat customer, or a five-star reviewer. The experienced salesman knows the goal isn’t necessarily the dotted line, but creating and cultivating a relationship.

That’s why what you do after every sale can make or break your business.

1. THANK YOU

A simple “Thank You” goes a long way. The fact that a consumer chose you among other dealerships and salesmen deserves a 30 second video. Remember, the goal is a lifelong relationship, with you being their go-to resource for everything automotive.

2. REVIEW REQUESTS

Review requests are one of the most popular videos we see. Not only are they more effective than sending an email, but you have the opportunity to simplify a process that can be daunting to people. Explain how to fill out a CSI email or leave an online review. Explain why these surveys and reviews are so paramount to you. [Read more…]

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Editors

Jeff Kershner

I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.

Alex Snyder

2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.